Connected health

  • View
    66

  • Download
    0

Embed Size (px)

Text of Connected health

  • Copyright 2014 Consumer Electronics Association. All Rights Reserved. This presentation may

    not be reproduced, distributed or used, in whole or part, without prior written approval of the

    Consumer Electronics Association.

    Understanding the Connected Health

    and Wellness Market

    Kevin Tillmann

    Senior Research Analyst, CEA

    ktillmann@CE.org

    1

  • Copyright 2014 Consumer Electronics Association. All Rights Reserved. This presentation may

    not be reproduced, distributed or used, in whole or part, without prior written approval of the

    Consumer Electronics Association. 2

  • Copyright 2014 Consumer Electronics Association. All Rights Reserved. This presentation may

    not be reproduced, distributed or used, in whole or part, without prior written approval of the

    Consumer Electronics Association. 3

  • Copyright 2014 Consumer Electronics Association. All Rights Reserved. This presentation may

    not be reproduced, distributed or used, in whole or part, without prior written approval of the

    Consumer Electronics Association. 4

  • Copyright 2014 Consumer Electronics Association. All Rights Reserved. This presentation may

    not be reproduced, distributed or used, in whole or part, without prior written approval of the

    Consumer Electronics Association. 5

  • Copyright 2014 Consumer Electronics Association. All Rights Reserved. This presentation may

    not be reproduced, distributed or used, in whole or part, without prior written approval of the

    Consumer Electronics Association. 6

  • Copyright 2014 Consumer Electronics Association. All Rights Reserved. This presentation may

    not be reproduced, distributed or used, in whole or part, without prior written approval of the

    Consumer Electronics Association. 7

  • Copyright 2014 Consumer Electronics Association. All Rights Reserved. This presentation may

    not be reproduced, distributed or used, in whole or part, without prior written approval of the

    Consumer Electronics Association.

    Pedometers remain the most popular fitness devices owned by

    adults, but dedicated wearable fitness devices have tripled YOY

    39%

    1%

    1%

    2%

    6%

    6%

    3%

    3%

    7%

    13%

    7%

    8%

    12%

    18%

    18%

    31%

    25%

    3%

    3%

    4%

    7%

    8%

    9%

    9%

    9%

    14%

    16%

    19%

    20%

    20%

    21%

    26%

    37%

    None of these

    Motion sensors in sports equipment

    Sleep tracker

    Accelerometer

    Smart watch

    Fitness GPS

    BMI scale

    Dedicated wearable fitness device

    Lap counter

    Calorie tracker

    Digital weight scale

    Digital sports watch

    Fitness apps

    Heart rate monitor

    Portable blood pressure monitor

    Fitness video games

    Pedometer

    2013

    2012

    Base: Online U.S. adults (n=1,006)

    Q9B. Which of the following fitness technologies, if any, do you PERSONALLY own?

    75% of consumers

    own a fitness CE

    product, up from

    61% in 2012!

    8

  • Copyright 2014 Consumer Electronics Association. All Rights Reserved. This presentation may

    not be reproduced, distributed or used, in whole or part, without prior written approval of the

    Consumer Electronics Association.

    Who Owns Wearable Fitness Devices?

    59%

    41%

    24%

    32%

    21%

    13% 11% 11%

    32%

    22%

    36%

    Male Female 18-24years old

    25-34years old

    35-44years old

    45-54years old

    55+ yearsold

    Income$75K

    Base: Online U.S. adults who own a dedicated wearable fitness device (n=89)

    9

  • Copyright 2014 Consumer Electronics Association. All Rights Reserved. This presentation may

    not be reproduced, distributed or used, in whole or part, without prior written approval of the

    Consumer Electronics Association.

    Recommended Guidelines

    67% of wearable fitness device owners

    55% of wearable fitness device owners

    Base: Online U.S. adults who own a dedicated wearable fitness device (n=89)

    Q3. Thinking about all the physical activities you do in an average week, would you say you meet either of the minimum

    American Heart Association recommended activity levels below?

    10

  • Copyright 2014 Consumer Electronics Association. All Rights Reserved. This presentation may

    not be reproduced, distributed or used, in whole or part, without prior written approval of the

    Consumer Electronics Association.

    Dedicated wearable fitness devices show largest gain

    in purchase intent YOY for next 12 months

    1%

    4%

    1%

    3%

    6%

    6%

    4%

    5%

    10%

    8%

    8%

    9%

    9%

    6%

    3%

    4%

    5%

    5%

    6%

    7%

    8%

    8%

    9%

    9%

    10%

    11%

    12%

    13%

    13%

    13%

    13%

    Accelerometer

    Lap counter

    Motion sensors in sports equipment

    Sleep tracker

    Fitness GPS

    Digital sports watch

    Portable blood pressure monitor

    BMI scale

    Smart watch

    Pedometer

    Digital weight scale

    Heart rate monitor

    Calorie tracker

    Fitness video games

    Fitness apps

    Dedicated wearable fitness device

    2013

    2012

    Base: Online U.S. adults (n=1,006)

    Q9C. Which of the following fitness technologies, if any, do you plan to purchase within the NEXT 12 MONTHS for YOURSELF?

    60% of adults plan

    to purchase a

    fitness CE product

    for themselves in

    the next year

    11

  • Copyright 2014 Consumer Electronics Association. All Rights Reserved. This presentation may

    not be reproduced, distributed or used, in whole or part, without prior written approval of the

    Consumer Electronics Association.

    Who Wants to Buy Wearable Fitness Devices?

    50% 50%

    18%

    35%

    22%

    16%

    9% 12%

    23% 22%

    43%

    Male Female 18-24years old

    25-34years old

    35-44years old

    45-54years old

    55+ yearsold

    Income$75K

    Base: Online U.S. adults who plan to purchase a wearable fitness device in next 12 months (n=130)

    12

  • Copyright 2014 Consumer Electronics Association. All Rights Reserved. This presentation may

    not be reproduced, distributed or used, in whole or part, without prior written approval of the

    Consumer Electronics Association.

    Recommended Guidelines

    67% of potential wearable fitness

    device buyers

    57% of potential wearable fitness

    device buyers

    Base: Online U.S. adults who plan to purchase a wearable fitness device in next 12 months (n=130)

    Q3. Thinking about all the physical activities you do in an average week, would you say you meet either of the minimum

    American Heart Association recommended activity levels below?

    13

  • Copyright 2014 Consumer Electronics Association. All Rights Reserved. This presentation may

    not be reproduced, distributed or used, in whole or part, without prior written approval of the

    Consumer Electronics Association.

    Consumers look to sporting goods retailers, mass

    merchants and online retailers to get their fitness tech fix 31%

    30%

    26%

    16%

    9%

    8%

    8%

    8%

    7%

    7%

    5%

    4%

    3%

    3%

    2%

    2%

    1%

    34%

    Sporting goods retailer

    Mass merchant (e.g., Kmart, Wal-Mart or Target)

    Online - at a retailer's website

    General electronics store (e.g., Best Buy)

    Online - at a manufacturer's website (such as Garmin.com or Apple.com)

    Online - at an auction website

    Warehouse club, such as Sam's, BJ's or Costco

    Fitness center/gym

    Drug/Grocery store, such as Safeway or Walgreens

    Department store, such as Sears

    Specialty electronics store (e.g., Radio Shack)

    Online - at a free classified ad website

    Television shopping channel

    Somewhere else

    Online - at a deal of the day or flash sale site

    Local independent electronics store

    Not sure

    Did not shop for fitness technologies in past 12 months

    Base: Online U.S. adults (n=1,006)

    Q3. Where have you shopped for fitness technologies in the PAST 12 MONTHS?

    14

  • Copyright 2014 Consumer Electronics Association. All Rights Reserved. This presentation may

    not be reproduced, distributed or used, in whole or part, without prior written approval of the

    Consumer Electronics Association.

    Most important features for potential fitness device buyers

    include price, battery life and size/fit (Net % Very Important + Important)

    46%

    65%

    66%

    69%

    80%

    84%

    88%

    89%

    90%

    95%

    95%

    96%

    Bluetooth

    Brand

    Built-in wireless or 4G connection

    Style (color/design/fashionable)

    Smartphone or tablet connectivity

    Built-in screen or user interface

    Weight

    Ease of cleaning

    Water resistance

    Size/fit

    Battery life

    Price

    Base: Online U.S. adults who plan to purchase a wearable fitness device in next 12 months (n=130)

    Q14. How important are the following features in the wearable fitness technologies you plan to purchase for yourself in the next 12 months?

    15

  • Copyright 2014